Founders of Magnuson Hotels to Launch Soft Brand — Exclusive

A soft brand for independent hoteliers will launch this month from the creators of Magnuson Hotels, Skift has exclusively learned.

Called Mayfield, the new brand has already signed up 100 midscale hotels across the U.S. and Britain. Co-founders Thomas and Melissa Magnuson pitch it as “a third way” between working with a major hotel group and full independence.

“In the middle is the sweet spot that Mayfield is going to occupy [...] without the dictator-type controls of a franchise brand company,” said Melissa Magnuson.

The new brand arrives at a time when many independent hoteliers face high costs for operational software and a lack of knowledge about how to adapt to the rise of AI. Hotels that join Mayfield will get access to key operational software from Mews.

Mayfield relies on the track record and reputation of Magnuson Hotels, a "hard brand" founded 23 years ago. More than 2,000 properties have put the Magnuson name on their hote